Woodland set to launch adventure phones, cycles

NEW DELHI: At a time when Chinese companies are gunning for India's booming smartphone market, shoemaker Woodland is all set to launch a range of adventure-oriented phones. In an attempt to expand its portfolio, besides selling kayaks in Kerala and Goa, the New Delhi-based company also plans to launch bicycles at its stores across the country.

"Earlier, people would just ask for multipurpose lifestyle apparel and shoes. But nowadays, we have started getting a lot of enquiries for serious adventure gear since the Indian youth is more aware of such activities," Harkirat Singh, MD of Woodland India, told TOI. Singh claims Woodland dominates India's niche outdoor adventure footwear category that constitutes 10-15% of the overall Rs 50,000-crore domestic footwear industry. Among other things for adventure enthusiasts, the company also plans to introduce surfboards, skateboards, anti-mosquito apparel and dry suits for sea-diving.

"We are working on extremely cold weather, high-altitude clothing and shoes for expeditions and explorations. We plan to customize the same technology for defence establishments," said Singh. "These products will be expensive since we are working with top-notch manufacturers. However, they will not be our core business yet. Now, Indian market looks like it is getting ready for such products. The entry of foreign brands will help spread awareness and make the market grow."

Interestingly, some of the world's top adventure gear brands such as Columbia and Salomon have opened stores here. French sporting goods retailer Decathlon that sells a range of affordable adventure gear brands, including Quechua, has set up shop in major cities. Other popular brands like Fenix, UAG, Leatherman and Keen have a strong online presence on e-tailling sites such as Amazon India and Flipkart.

One can witness a similar trend in the automobile sector too. While auto enthusiasts are keenly waiting for Royal Enfield's dual-purpose motorcycle Himalayan, bikemakers such as Triumph and Suzuki have launched off-road motorcycles. Even among major car makers here, crossovers and smaller SUVs seem to be the flavour of the season. "The country's young population is not only changing the way it vacations but has the money to spend on active lifestyle products too," said Arvind Singhal, retail expert and founder of consultancy firm Technopak.